EFax.com Joins DoubleClick’s Sonar Network

Communications site eFax.com on Monday joined DoubleClick‘s new mass-reach, discount-oriented advertising network, the Sonar Network, and announced plans to use the company’s DART ad serving technology.

DoubleClick will sell advertising on both the eFax.com Website and on the company’s Messenger software — the viewer technology used to receive or send fax or voice messages.

Efax.com will become part of the Sonar Network’s business-to-business segment, one of 16 that DoubleClick is setting up as the network grows.

“The demographics of our subscriber-base complements the niche focus that DoubleClick is targeting with its Sonar Network, and offers a great venue for advertisers,” says Ron Brown, president of eFax.com.

“We want to provide a gateway to our highly-qualified business audience, and thus our relationship with DoubleClick is the perfect strategic match.”

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